The first phase of construction of the industrial complex built by Olivetti Industrial Sur America near São Paolo (1956–1959) coincides with one of the crucial historical moments in Italian architecture and industry in the last century. Designed by Milanese architect and designer Marco Zanuso (1916–2001), the complex had been commissioned by Adriano Olivetti with the aim of taking production of their typewriters overseas and making themselves more competitive in the US market. Zanuso’s design for their new complex was divided into several parts, with each formally and functionally characterized, and the plant equipment integrated into the structural system. The site was inaugurated in November 1959, a few months before the sudden death of its patron in February 1960. Its opening was to be the final act of the crusade that the most enlightened Italian entrepreneur of the post-World War II period had led in the name of culturally and technologically advancing industry. This essay reconstructs the dynamics that led to Zanuso being appointed as architect of the Olivetti complex and outlines the chronology of its intermittent construction. It identifies the likely architectural reference models, situating Zanuso’s design both in the debate on industrial aesthetics that was dominant in Europe during the period and in the context of the exuberant Brazilian architectural scene of those years. The essay also explores the concept of the organic in architecture and argues that Zanuso’s highly innovative and inventive project reflects a specifically Italian approach to organicism, characterized by hexagonal geometry and modular structures. The broader picture that emerges is one of a moment of intense brilliance in Italian industry and architecture which, despite its importance, is yet to be fully explored.
Il complesso industriale sorto nei pressi di San Paolo in Brasile per la Olivetti Industrial Sur America intercetta, nella sua prima fase di realizzazione (1956–1959), un momento storico cruciale per l’architettura e l’industria italiane del secolo scorso. Progettato dall’architetto e designer milanese Marco Zanuso (1916–2001) al fine di portare la produzione di macchine da scrivere oltreoceano per rendere l’azienda canavese più competitiva sul mercato statunitense, il complesso è suddiviso in più parti, formalmente e funzionalmente caratterizzate, per le quali la dotazione impiantistica viene integrata al sistema strutturale. L’inaugurazione dello stabilimento brasiliano, avvenuta nel novembre del 1959, precede di pochi mesi la morte improvvisa del suo committente Adriano Olivetti (27 febbraio 1960) e costituisce di fatto l’ultimo atto della crociata che l’imprenditore italiano più illuminato del Secondo dopoguerra aveva condotto in nome di un’industria colta e tecnologicamente all’avanguardia. Ricostruendo le dinamiche che hanno portato all’affidamento dell’incarico a Zanuso, precisando la cronologia dell’intermittente cantiere e identificando probabili modelli di riferimento alla luce del dibattito sull’estetica industriale allora dominante in Europa e dell’esuberante carattere dell’architettura brasiliana di quegli anni, questo saggio rileva la matrice ‹organica› – in versione italiana – di un progetto aggiornato e insieme innovativo. Una testimonianza preziosa, quanto misconosciuta, di una stagione intensa e fulgida per l’architettura e l’industria italiane.
Scimemi, M. (2023). Rinascimento industriale italiano. Marco Zanuso per la Olivetti brasileira. ROMISCHES JAHRBUCH DER BIBLIOTHECA HERTZIANA, 46, 249-304.
Rinascimento industriale italiano. Marco Zanuso per la Olivetti brasileira
maddalena scimemi
2023-01-01
Abstract
The first phase of construction of the industrial complex built by Olivetti Industrial Sur America near São Paolo (1956–1959) coincides with one of the crucial historical moments in Italian architecture and industry in the last century. Designed by Milanese architect and designer Marco Zanuso (1916–2001), the complex had been commissioned by Adriano Olivetti with the aim of taking production of their typewriters overseas and making themselves more competitive in the US market. Zanuso’s design for their new complex was divided into several parts, with each formally and functionally characterized, and the plant equipment integrated into the structural system. The site was inaugurated in November 1959, a few months before the sudden death of its patron in February 1960. Its opening was to be the final act of the crusade that the most enlightened Italian entrepreneur of the post-World War II period had led in the name of culturally and technologically advancing industry. This essay reconstructs the dynamics that led to Zanuso being appointed as architect of the Olivetti complex and outlines the chronology of its intermittent construction. It identifies the likely architectural reference models, situating Zanuso’s design both in the debate on industrial aesthetics that was dominant in Europe during the period and in the context of the exuberant Brazilian architectural scene of those years. The essay also explores the concept of the organic in architecture and argues that Zanuso’s highly innovative and inventive project reflects a specifically Italian approach to organicism, characterized by hexagonal geometry and modular structures. The broader picture that emerges is one of a moment of intense brilliance in Italian industry and architecture which, despite its importance, is yet to be fully explored.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.